The good ol’ Maytag Repairman is getting an image makeover to appeal to the new generation of shoppers. The new ad campaigns show the repairman getting out and about, fixing things that need fixing like copiers (not Maytag appliances! Get it?)
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The Names Are Vintage, the Touches Modern – New York Times
THEY used to say that life begins at 40. For a familiar advertising character, the lonely Maytag repairman, a new life is beginning at 40 as he gets a major personality makeover.
The character, who started appearing in national commercials in 1967,
is becoming more active and gregarious, in a change meant to update the
concept of “Ol’ Lonely” for a new generation of shoppers.
No longer is the repairman a solitary layabout with nothing to do,
waiting for calls to fix Maytag appliances that never come. Now he
takes the initiative to repair other things that Maytag implies ought
to be as dependable as its appliances, among them office copiers and
cable TV.
Filed under: Consumer
